An Analysis of Service Quality Dimensions and Implications for CSR Communication

The provided content is a collection of articles and resources related to service quality, customer satisfaction, and continuous improvement. The articles discuss various aspects of service quality, such as reframing the past, assessing and enhancing services, and measuring customer satisfaction. Additionally, there are references to research methodology and quality improvement in healthcare. The content also includes a questionnaire, which aims to gather information on customers' experiences with Debenhams services.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 : THE RESEARCH PROPOSAL......................................................................................1
1.1 Formulating and recording research project outline specification...................................1
1.2 Factors contribute to the process of research project selection........................................2
1.3 Undertaking the critical review of references..................................................................2
1.4 Producing the research project specification....................................................................3
1.5 Producing appropriate plan and procedure.......................................................................3
2.1 Matching the research questions effectively with the research specification...................4
TASK 2 : IMPLEMENTATION OF RESEARCH PROJECT.......................................................6
2.2 Undertaking the proposed investigation...........................................................................6
2.3 Record and collect the relevant data.................................................................................7
TASK 3: EVALUATION OF THE RESEARCH OUTCOME FOR THE PROJECT.................10
3.1 Appropriate research evaluation techniques...................................................................10
3.2 Interpret and analyze the research findings....................................................................10
3.3 Making the recommendation and justifying areas for further consideration.................12
TASK 4 : PRESENTATION OF RESEARCH FINDINGS.........................................................12
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................15
Questionnaire........................................................................................................................15

ILLUSTRATION INDEX
Illustration 1: Dimensions of service quality...................................................................................5
Illustration 2: Theme 1.....................................................................................................................7
Illustration 3: Theme 2.....................................................................................................................8
Illustration 4: Theme 3.....................................................................................................................9
Illustration 5: Theme 4.....................................................................................................................9

INTRODUCTION
This research is based on the topic of analysing the impact of service quality on the
profitability and sales of UK retail firms: A case study of Debenhams.
TASK 1 : THE RESEARCH PROPOSAL
1.1 Formulating and recording research project outline specification
Background of the study
For any firm, it is essential with regard to establish its unique and distinct image in the
eyes of its respective buyers. This is because, if the given thing is not followed by the
corporation at the right time, then it will become difficult for them with respect to attract the
targeted buyers towards the enterprise in an effective way. In this context, number of aspects are
identified which can be used by the firm with an aim to build its unique image in the eyes of
buyers. It consists of quality of service which needs to be provided and type of goods that should
be offered (Hensley and Sulek, 2007). Thus, it can be said that different types of services which
are being given by firm cause direct impact upon the sales of firm. This is because that by
delivering high quality of services, satisfaction level of buyers can be maintained. As a result,
they will be influenced with respect to again use the goods and services of enterprise. Due to
this, profits of retail firm will be impacted positively. For the present study, Debenhams is
selected which is the recognized retail firm of UK and it offers different type of goods and
services to its respective buyers (Debenhams, 2015).
Research aims and objectives
“ Main aim of this study is to assess the impact that quality of services has on the sales
and profitability of UK retail firm: A case study of Debenhams”.
Objectives for the specific study are depicted in below:
 To identify the different dimensions of service quality.
 To assess the impact that service quality has on the sales and profitability of UK retail
corporation. To recommend some other ways for enhancing the service quality of UK retail enterprise.
Research question
Research questions are depicted in below:

 What are the major dimensions of service quality?
 What is the impact of service quality on the sales of Debenhams?
 What are the ways through which service quality of Debenhams can be enhanced?
1.2 Factors contribute to the process of research project selection
Following factors are identified which influence scholars to select particular research
topic for their study. High level of interest in topic: It is being regarded as one of the major factors which
leads to impact the project selection related decision of the researcher. This is because,
scholars always prefer to choose that topic in which they possess very high amount of
interest. Time: It is another factor which plays a significant role in the process of making the
selection of specific topic for the study. In this regard, it has been identified that
researchers always run out of time (Åkerlind, 2012). Due to this, they carry out selection
of particular topic whose data can be gathered by them without any kind of difficulty or
within the limited period of time.
 Scope of the study: Scholars also give importance to the scope of study, Thus,it will
select that specific topic for further research which has huge scope in the market.
1.3 Undertaking the critical review of references
As per the view point of Brønn (2012) Service quality is the process of making
comparison between customer expectations with the actual performance of the firm. In addition
to this, Bruno (2013) has stated that sales of service industry largely depends upon the type or
quality of services as being given by the firm. This statement which author ha depicted is right.
This is because, success of any service industry totally depends upon the type of services being
offered by them. Thus, it became difficult for the firm to attract large number of buyers if it does
not provide high quality of services to its customers. However, this statement as being given by
the author is critically evaluated by McLaughlin and Kaluzny (2006). In this regard, they are
saying that high quality services is not only the factor which raises the sales of firm. This is
because, firm sales also depends upon its ability to mould itself as per the unique needs and
demands of the buyers.
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1.4 Producing the research project specification
This section of study will showcase the ways through which data for the present study
will be collected by the researcher. The detailed description regarding the research methodology
techniques are depicted in below: Data collection: For the present study, data will be collected by the researcher through
using both primary and secondary means. Here, for the purpose to gather primary data,
survey will be conducted and with an aim to carry out the same, questionnaire will be
prepared. Questionnaire prepared for the present study will include both close and open
ended questions (Kuada, 2012). Sample and sampling: Sample of 50 Debenhams customers will be selected for the
present study. However, with an aim to collect the same, random sampling approach will
be used. This is because, it provides opportunities to the buyers with regard to carry out
selection of sample without any biasness. Data analysis: Collected data will be analyzed through thematic analysis approach. Thus,
questions themes will be prepared for the varied survey (Hannabuss, 2007).
 Ethical issues: Maintaining the confidentiality of the collected data is being regarded as
one of the most significant ethical issues which is being faced by the researcher. This
issue can be resolved by securing collected data through secure ID and Password.
1.5 Producing appropriate plan and procedure
Gantt chart is prepared with an aim to complete the present study within specified time
limit. It is depicted in below:
Activity 1st
Month
2nd
Month
3rd
Month
4th
Month
5th
Month
6th
Month
Planning for the project
Writing the introduction
Forming the research aim and
objective
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Literature review
Preparation of Research
Methodologies
Data collection
Data analysis
Conclusions and
recommendation
Report review
Final submission of report
2.1 Matching the research questions effectively with the research specification
Meaning of service quality
According to the view point of Mok, Sparks and Kadampully (2013) service quality is the
focused evaluation which depicts customer perception regarding the type of services as being
offered by firm. In addition to this, Hayes (2008) has stated that service quality is the measure in
which comparison is being carried out between customer expectation of quality with the actual
performance of firm. For the corporation, it is very essential with regard to take measure for
improving its service quality. This is because, if the given thing is not done by firm at that time
it will become difficult for it with regard to attract large number of buyers towards enterprise in
an effective way. As a result of it sales and profits of corporation will be impacted in negative
way.
Dimensions of service quality
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There are different type of service quality dimensions identified. In accordance with the
given context, as per the view point of Grigoroudis and Siskos (2009) reliability is being
regarded as one of the most important dimension of service. The statement which author has
given is correct. This is because, reliability is the firm ability to deliver the services in a manner
which is being promised by it to the respective buyers. For service industry, it is very necessary
that it must fully comply with the given dimension. This is because, if not complied at that time
direct impact can be seen on the satisfaction level of buyers in an effective way. In addition to
this, Lähteenmäki and Laiho (2011) have depicted that besides reliability, responsiveness and
empathy are also regarded as another two most effectual dimensions of service quality.
Responsiveness is the firm's willingness to help customers and providing them prompt services.
However, empathy is the practice of showcasing caring nature of firm to the buyers. These both
given factors are important because they showcase the organization commitment towards the
type of services as being provided by them. In this regard, it has been identified that the firm
which tend to use both the given approaches of services quality achieve more success in market
then those firm who will not comply with the given type of measure. Furthermore, Saha and
et.al., (2008) have also stated that tangibility and assurance are also the important dimensions of
service quality. In this regard, it can be said that the equipment uses as well as appearances of the
personnel who delivers services to the firm are being regarded as one of the most significant
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Illustration 1: Dimensions of service quality
(Source: Dimensions of service quality, 2015)

tangible aspect of service quality. Overall, it can be said that by applying all these given
dimensions of service quality, the type of services as being delivered by retail firm can be
enhanced or improved.
Relationship between service quality and sales of firm
According to the view point of Calabrese and Scoglio (2012) the quality of services
offered and the sales of firm are interconnected and interrelated with each other. The view as
being presented by authors is right. In accordance with the given context, it has been identified
that the sales of service firm largely depends upon the type of services which is offered by it.
Here, an effective service will be given by firm if manager possess the team of skilled and
competent employees who have the ability to deliver the best services to the buyers. However, it
has been critically evaluated by the Zavareh and et.al., (2012) the type of behavior as being
carried out by the workers while dealing with customers influence sales of firm more than that of
employees skill. For example, the employees possess good communication skill, but it does not
behave appropriately while dealing with the customers. Then in the given circumstances also
satisfaction level of customers will be impacted in a negative way. Due to this, negative impact
can be seen upon the sales of enterprise (Sultan and Yin Wong, 2012).
TASK 2 : IMPLEMENTATION OF RESEARCH PROJECT
2.2 Undertaking the proposed investigation Research approach: For the selected topic under study which is on analyzing the impact
of service quality on the sales of Debenhams inductive research approach has been used
(Inductive research approach, 2015). The approach selected is effective because by using
this the aims and objectives formulated for the present study can be attained in an
effectual manner. Research design: For the present study, descriptive research design has been used. The
given design is selected because with the help of this thorough and detailed analysis of
the keywords of the study can be carried out. The given thing will enable scholar with
respect to draw an effective conclusion for the present study. Data collection: It is very necessary for the researcher that it must assemble data for its
study from the appropriate sources. However, if not done then appropriate conclusion
cannot be derived from the result obtained (Åkerlind, 2012). Here, for the present study
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both methods of data collection has been used wherein primary data is gather with the
help of questionnaire. In the similar way, books, online articles and journals are used with
an aim to collect the secondary data for the present study.
 Sample and Sampling: Sample is the subset of whole population. Here, in the present
study 50 customers of Debenhams are selected as the sample. In order to select the same
random sampling approach has been applied.
2.3 Record and collect the relevant data
Theme 1 Debenhams provides high quality services
Responses Frequency Percentage
Yes 30 60.00%
No 20 40.00%
Theme 2 Service quality is the major factor which influence buyers when making the selection
of the services of specific enterprise
Responses Frequency Percentage
Price 15 30.00%
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Yes
No
Illustration 2: Theme 1

Service quality 30 60.00%
Discount offers 5 10.00%
Theme 3 Customers are satisfied with the type of services as being given by Debenhams
employees
Responses Frequency Percentage
Yes 40 80.00%
No 10 20.00%
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Price Service quality Discount offers
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Percentage
Illustration 3: Theme 2

Theme 4 Employees of Debenhams are highly responsiveness
Responses Frequency Percentage
Yes 25 50.00%
No 25 50.00%
9
Yes
No
Illustration 4: Theme 3
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 5: Theme 4

TASK 3: EVALUATION OF THE RESEARCH OUTCOME FOR THE
PROJECT
3.1 Appropriate research evaluation techniques
For the purpose of conducting this research, appropriate objectives and question have
been developed that assisted in conducting the research in desired way. Through this, findings
are able to develop in line with the research aim. In addition to it, 50 customers of Debenhams
are been selected as sample size that simply supported in gaining handful amount of information.
Sample has provided answer to each and every question in detailed that aids in developing sound
conclusion. In addition to it, interpretation of responses are been made that helps in analysing the
data and through this confined and appropriate information in attained from it. For this, thematic
method in engaged that helped in conducting sound data analysis.
From this, answer to each and every research question is attained. Apart from this, effort
has been incorporated over ethical issues also and no biasness is involved in the same. From this,
data has been stored in secured manner and same is used for research purpose only. This helps in
safeguarding the interest of research participants. Also, key limitation to this study is that sample
size in very confined and it might have influence the research outcome. Additionally, less
availability of time is also stated as limitation as it might have affected data collection activity.
3.2 Interpret and analyze the research findings
Interpreting the themes
Theme 1: In the given theme, researcher is more interested in knowing about the fact that
whether Debenhams provides high quality of services to its buyers or not. In accordance with the
given context, on conducting analysis it has been identified that 60% of the respondents had
given their positive response with regard to the asked question. This indicate that the firm
provides high quality of services to them. However, 40% of the firm's customers had denied with
the given statement.
Theme 2: From the given theme, scholar want to gather the information about the specific factor
which influence them when making the decision regarding to use the goods and services of
specific enterprise. In accordance with the given context, on conducting the analysis it has been
identified that 60% of the respondents had said that when making the selection regarding the
service of particular firm they give first preference to the service quality related factors. In
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addition to this, 30% of the respondents had denied with the given statement because when
making the decision relating to the use of services of specific firm they give first preference to
the price related factors. However, for the rest of respondents selection regarding the services of
corporation depends upon the type of discount offers which is being offered by them.
Theme 3: In the given theme, 80% of the respondents had said that they are satisfied with the
type of services as being given by Debenhams employees. However, 20% of respondents had
given negative response with regard to the asked question. This indicates that they are not
satisfied with the type of services as being given by the employees of Debenhams.
Theme 4: In the given theme, equal response of respondents is being seen. This indicates that
some customers of firm believes that Debenhams is highly responsiveness however some
respondents are completely denied with the given statement.
Analysis of result
The result obtained from the given research is analyzed. In accordance with the given
context, it is identified that majority of respondents had said that Debenhams provides high
quality services to them. They have responded in such a way because they believe that the
product which firm offers are made from good fabric. In addition to this, they also believe that in
comparison to their competitor firm provides high quality of services to its customers. However,
some respondents had denied with the given statement because they believe that firm there are
some areas which firm needs to improve. The area includes increase waiting time of customers in
the payment counter and unavailability of sufficient space between racks where products are
arranged. It is because of the presence of these two given issues only buyers are feeling highly
dissatisfied with the type of services as being given by firm. It is the reason why they are giving
negative response with regard to the asked question.
In addition to this, majority of respondents had given response that service quality is the
major factor which leads to influence their purchase decision making process. The customers had
responded in such a way because they believe that besides all other factors service quality plays
crucial role for the firms which gives services. This is because, they believe that it is being
regarded as the major dimensions which can convert loss making company into profitable
enterprise. Furthermore, equal responses of the respondents is being seen in the question that
whether employees of Debenhams are highly responsiveness or not. This is because, here some
employees believes that employees of cited firm are responsiveness as they always rely upon the
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promises which is being given by them. However, some customers are totally denied with the
given statement because they consider that employees of cited firm do not behave appropriately
with them.
3.3 Making the recommendation and justifying areas for further consideration
From the whole report, it can be concluded that the sales of retail firm are influenced
through the type of services which is being given by them. Thus, for the firm it is very essential
that it must make measure with regard to deliver high quality of services to its buyers. However,
if the given thing is not followed by the firm at that time it will became difficult for them with
respect to give high quality of services to enterprise in an effectual way.
Besides this, some recommendations are suggested to the manager of Debenhams
 It is suggested to the manager that it must resolve waiting time related problem of its
buyer. This problem can be resolved if additional counters are constructed within firm.
 It is also suggested to manager that it must organize training and development programs
for its employees on regular basis. Through this way, significant improvement in the
service quality of firm can be carried out.
In the present study, impact of service quality on the sales of retail firm is analyzed.
Thus, in future researcher has an opportunity with regard to analyze the impact of different
service quality dimensions on the sales of firm. If this is done at that time varied result can be
obtained by scholar.
TASK 4 : PRESENTATION OF RESEARCH FINDINGS
The data obtained in the conducted research is presented with the help of PPT.
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REFERENCES
Books and Journals
Åkerlind, G. S., 2012. Variation and commonality in phenomenographic research
methods. Higher Education Research & Development. 31(1). pp. 115-127.
Brønn, S. P., 2012. Adapting the PZB service quality model to reputation risk analysis and the
implications for CSR communication. Journal of Communication Management. 16(1).
pp.77 – 94.
Bruno, T. C., 2013. Assess, enhance, repeat: fostering a culture of continuous improvement in
document delivery. Interlending & Document Supply. 41(3). pp. 75–80.
Calabrese, A. and Scoglio, F., 2012. Reframing the past: A new approach in service quality
assessment. Total Quality Management & Business Excellence. 23(11-12). pp. 1329-
1343.
Grigoroudis, E., and Siskos, Y., 2009. Customer Satisfaction Evaluation: Methods for Measuring
and Implementing Service Quality. Springer.
Hannabuss, S., 2007. Research Methods in Information. Library Review. 56(6). pp. 523–524.
Hayes, E. B., 2008. Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and
Statistical Analysis Methods. 3rd ed. ASQ Quality Press.
Hensley, R. L. and Sulek, J., 2007. Customer satisfaction with waits in multi-stage services.
Managing Service Quality. 17(2). pp. 152–173.
Khan, A. J., 2011. Research Methodology. APH Publishing.
Kuada, J., 2012. Research Methodology: A Project Guide for University Students.
Samfundslitteratur.
Lähteenmäki, S. and Laiho, M., 2011. Global HRM and the dilemma of competing stakeholder
interests. Social Responsibility Journal. 7(2). pp. 166–180.
McLaughlin, P. C. and Kaluzny, D. A., 2006. Continuous Quality Improvement in Health Care:
Theory, Implementations, and Applications. Jones & Bartlett Learning.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service Quality Management in Hospitality
Tourism and Leisure. Routledge.
Saha, S K. and et.al., 2008. A study of individual values and employment equity in Canada,
France and Ireland. Equal Opportunities International. 27(7). pp. 629–6.
Sultan, P. and Yin Wong, H., 2012. Service quality in a higher education context: an integrated
model. Asia Pacific Journal of Marketing and Logistics. 24(5). pp. 755-784.
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Zavareh, F. B. and et.al., 2012. E-service quality dimensions and their effects on e-customer
satisfaction in internet banking services. Procedia-social and behavioral sciences. 40. pp.
441-445.
Online
Debenhams. 2015. [Online]. Available through: <http://www.debenhams.com/>. [Accessed on
1st December 2015].
Inductive research approach. 2015. [Online]. Available through:
<http://deborahgabriel.com/2013/03/17/inductive-and-deductive-approaches-to-
research/>. [Accessed on 1st December 2015].
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APPENDIX
Questionnaire
Name:........................................................................................................
Gender:.......................................................................................................
Occupation: ….............................................................................................
1. How frequently do you use the services of Debenhams?
 Daily
 Weekly
 Monthly
 Yearly
2. Did Debenhams provide high quality of services to you?
 Yes
 No
3. According to you, which of the following factors influence you most when making the
selection of the services of specific enterprise?
 Price
 Service quality
 Discount offers
4. Are you satisfied with the type of services as being provided by Debenhams employees?
 Yes
 No
5. Did you believe that employees of Debenhams are highly responsiveness?
 Yes
 No
6. Suggests some ways for improving the services of Debenhams?
….................................................................................................................................................
…..................................................................................................................................................
…............................................
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